Ink adds wine to the fun, wine increases the ink aroma. On April 28th, the 38th Lanting Calligraphy Festival was grandly opened in Shaoxing HuijishanYin's Lanting Pavilion, and the Centennial Meeting Jishan brought its Lanting Yellow Wine, and famous calligraphers and cultural celebrities gathered together to share a grand cultural feast and feel the perfect integration of calligraphy and wine.
Lanting Yellow Wine debuted at the Lanting Calligraphy Festival, what kind of strategic considerations does the Centennial Meeting Jishan have, and what kind of inspiration will it bring to the marketing pattern of the rice wine industry, here, we will find out!
Debuted at the Calligraphy Festival and continued to explore the road across borders
More than 1600 years ago, in the ninth year of Yonghe, Wang Xizhi, a great calligrapher of the Eastern Jin Dynasty, held a feast of qushui flow in the Lanting Pavilion under the Huiji Mountain, and achieved the "Orchid Pavilion Collection" under the Huiji Mountain, thus making wine and calligraphy form a deep relationship. It can also be said that a cup of yellow wine, interpreting the grand event of repair in the ninth year of Yonghe, also achieved wang Xizhi's lanting collection sequence, since then, the history of Chinese wine has a story of inheritance for thousands of years, and the Chinese book circle has erected an insurmountable monument!
Throughout domestic literature and art, wine has always played an important role. During the Three Kingdoms period, Cao Cao "sang about wine", Tao Yuanming of the Eastern Jin Dynasty had "Twelve Songs of Drinking", Xie Lingyun of the Southern and Northern Dynasties "struck the festival as a song, and drank wine as a drink", and the Tang Dynasty gave birth to the wine immortal Li Bai, "raising a glass to invite Mingyue, to the shadow into three people". Shaoxing poet Lu You sang "Red Crispy Hands, Yellow Wine, Full of Spring Color Palace Wall Willow" for love, and Fan Zhong, who once served in Shaoxing, drowned in the clouds: "A cup of turbid wine is a thousand miles away, and Yanran has not returned to no plan"... The literati borrowed wine to declare their feelings and borrowed wine to speak their minds, leaving many gorgeous chapters on the long river of culture.
Yellow wine, the earliest fermented wine invented in China, is a well-deserved Chinese national essence, and is a good wine that has been passed down through the flood of time with excellent literary and artistic works. Shaoxing yellow wine was more common during the Spring and Autumn Period and the Warring States Period. Through the Qin, Han, Tang, Song, Yuan, Ming and Qing dynasties, it has endured for a long time and has gradually developed into one of the traditional pillar industries of Shaoxing, which is integrated with the folk customs of Shaoxing.
Industry insiders said that calligraphy and rice wine are the national essence of China, and the two cultural forms have blended with each other in history and are a wealth that all mankind can share together. The cross-border integration of Lanting Calligraphy Festival & Lanting Yellow Wine is not a simple interactive exchange, but a watch and inheritance of traditional culture, expounding the story of yellow wine through artistic forms, jointly interpreting and disseminating Chinese culture, so that the hidden humanistic stories and artistic feelings behind famous wines are continuously released, thereby increasing the awareness and understanding of consumers of Chinese national essence, helping China's excellent traditional culture to "go out", and yellow wine has thus opened a new era of cross-border communication.
It is worth mentioning that the yellow wine that appeared in the calligraphy festival this time also has a special feature - this Lanting yellow wine takes "China's high-end cultural rice wine leader" as the brand positioning, is the master of the ingenuity and quality of the centennial meeting, set the appearance, quality, taste, culture, art as a body, with Chinese quality to inherit the national culture, guard the original intention of brewing, pay tribute to the national tide classics, and become a business card for the world to understand China and China to the world!
Immersion experience, let Lanting rice wine more warm
The end of tradition is innovation, the incubator of innovation tradition. In recent years, Huijishan takes culture as the cornerstone, through continuous exploration, to create a series of IP such as "Yellow Bar", "Yellow Wine Museum", "Wine Inheritance", "Sealing Festival", etc., and warmly invites every fan to walk into Huijishan Mountain, walk into the winery, approach the Yellow Wine Museum, and have zero-distance contact with various winemaking links, building a new cultural expression of yellow wine in the new era, and immersive experience has become a business card of Huijishan in the industry.
At this year's Lanting Calligraphy Festival, in order to reflect the origin of Chinese national calligraphy and Chinese rice wine, Lanting Yellow Wine uses wine as the medium, and opens up another way, through the wine ceremony performance, the interaction of the flow of water, wine tasting and other cultural collection activities with chinese traditional heritage, the art of calligraphy and the culture of yellow wine are integrated, so that consumers can find a sense of participation, ceremony and entertainment, and also show the cultural beauty, art beauty and life of the Chinese national essence to the guests. Let more people feel the essence and unique charm of condensed traditional Chinese culture;
In this regard, the relevant person in charge of Huijishan Company said in an interview with the media: In the new consumption era, the consumption of rice wine has been upgraded from the material age to the cultural era, and there is a market for yellow wine with cultural heritage, stories and experience. It is based on this consideration that Huijishan through the lanting calligraphy festival & lanting yellow wine debut, with a more popular, younger and more lively immersive experience, excavate the new culture of yellow wine, create a new scene of yellow wine, guide the new consumption of yellow wine, expand the new market of yellow wine, so that people who love wine and understand wine will naturally think of yellow wine when appreciating calligraphy, and when tasting yellow wine, they will naturally think of calligraphy, thus promoting the inheritance and glory of traditional Chinese national culture!
The integration of wine and tourism helps the rural revitalization strategy
Culture is the soul of tourism, and tourism is the carrier of culture. Shaoxing is a famous historical and cultural city, Lanting landform ecology is rich, the historical heritage is profound, the traditional Vietnamese culture, Lanting culture, Yangming culture and the new era of cultural tourism industry, modern agriculture, beautiful rural construction and other integration and superimposed development, is a collection of calligraphy, art, landscape and other resources in one of the tourism flourishing place, development prospects are unlimited.
The green water and green mountains are the golden mountains and silver mountains. In recent years, in the great process of rural revitalization, Lanting has adhered to the green origin of "Jianshan Jianshui", seized the opportunity of the construction of "Lanting Calligraphy Characteristic Town", highlighted the in-depth excavation and development of cultural tourism resources and ecological tourism resources, enlarged and strengthened the cultural tourism and cultural and creative industries, turned cultural brands into development resources, made sleeping resources come alive, and comprehensively improved the recognition of cultural highlands.
With the help of the Lanting Calligraphy Festival promotion platform, on the one hand, Lanting Yellow Wine can inject the excellent chinese traditional culture into tourism, borrow wine to rejuvenate tourism, highlight tourism characteristics with fine wine, empower the wine industry with tourism, make Lanting tourism taste higher, more elegant style, and more highlights, release the vitality of Lanting's rural revitalization, work together to promote common prosperity, and let more consumers enter Lanting and experience Lanting's unique traditional culture and customs.
On the one hand, combined with the characteristics of tourism routes and alcohol consumption, through systematic planning and overall planning, the wine tourism project is integrated with society, industry and consumers, refining cultural values, developing derivatives, promoting the realization of characteristic IP consumption realization, meeting the consumer demand for pursuing individuality from different levels, and truly realizing the cross-border collision of calligraphy art and rice wine industry and the new situation of a virtuous circle in which both sides promote each other and win-win results, so that the market of Lanting culture is larger, more widely disseminated and inherited for a longer time.
Lanting Yellow Wine debuted at the Calligraphy Festival, playing cross-border marketing, so that the original unrelated elements penetrate into each other, which not only meets the needs of consumers for a better life, but also does not lose the taste of the old brand, highlighting the height of the old brand. From this, it is not difficult to see that the centennial meeting jishan keeps pace with the times, leverages marketing, and actively innovates and changes: first, take the initiative to approach young consumer groups, interact with young people, and effectively narrow the communication distance between the old brand and the young audience; the other is to amplify the marketing volume of the old brand, expand the influence of the old brand, promote the old brand to be young, and gradually cultivate the loyalty of young people to the Huijishan brand. Third, while inheriting the classics, Huijishan will break the inherent impression of consumers on the stereotypes of old brands, enhance the new vitality of the old brands, continue to spread the new culture of good yellow wine, tell the new stories of the old brands, help yellow wine go out, and open a new chapter in the high-quality development of China's rice wine industry!